While lawyers and service professional staff are actively invested in their personal LinkedIn Profiles, many firms and organizations do not have Company Pages. Or, if they do have Pages, they are not maximized to their fullest potential.

It is important that administrators actively update and highlight their firms’ accomplishments and directives on the firm’s Company Page. It is especially important now when our business communications and development are dependent on virtual conversations. A LinkedIn Company Page allows for product marketing, creates advancement in industry standards and trends, and provides a rich platform for business development and recruitment.

1. Designate an administrator to create and manage the firm’s Company Page

It is a best practice to only have one administrator to manage a firm company page. The administrator works in the “admin view” to update permanent information such as contact information, practice areas and locations. Other temporary information including events, time-sensitive videos — and recent promotions also need to be revised consistently. The new section called Analytics shows the administrator the visitors and followers to the firm’s company page.

2. Attorneys and professional staff who work for the firm should be listed on the Company Page

There will be a link “See all ____ employees on LinkedIn” and that allows for a more robust page which speaks to the firm culture. Firms should encourage all attorneys and professional staff to have a personal page and be connected to the company page.

3. The administrator should create content in an About section, showcasing attorneys and professional staff and promotions, anniversaries, and new hires

The About section includes highlights of the firm and its internal culture, practice areas served, any firm initiatives and information on industry trends and benchmarks.

Include photos of the firm and information about the people who represent the firm to encourage viewers to appreciate firm camaraderie and engagement. Post topics of discussion, articles, and videos for meaningful visibility.

4. Feature upcoming events (such as seminars or industry related programs), with live links to register

The Events section can be used to invite clients, colleagues, and alumni connections to webinars, zoom video presentations, and other social media events hosted by your firm. After the event or seminar, you should post comments and reviews of the program so that followers can see how your firm is a leader on a certain position or industry.

5. Include job postings for attorneys as well as professional staff

Many attorneys and professional staff are now looking at potential career choices on LinkedIn as opposed to utilizing a headhunter. To be advanced in the recruitment market, your company page should include any job postings or opportunities for lawyers and professional staff.

I have included a sample of what each section could be named in bold, but the administrator has the authority to create customized buttons such as Life, Community and People.

Some company pages include sections such as Videos and Articles where the administrators keep an archive of content that remains current.

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If you would like further information on this subject, or assistance in developing your firm’s company LinkedIn page, please contact me at cynthia@kaiseradvisors.com